Creative critique from a gender lens: 5-9 June

What worked: 

Adidas

Adidas deserves recognition for taking a significant step towards equality by providing women sports persons and fans with the screen presence and voice they deserve. Unlike many other ads, this ad does not confine women to the sidelines as mere cheerleaders, fans, spouses, or partners. Instead, they prioritise showcasing the pride and confidence that women cricketers associate with their jerseys.

By granting women athletes the visibility they deserve, Adidas not only uplifts their spirits, but also inspires countless others. It sends a powerful message that everyone, regardless of gender, should have the opportunity to shine and be recognised for their achievements.

Gender Sensitivity Score (GSS): 4/5

What did not work: 

MsChief

Hmm, where do I even start with this ad? MsChief really knows how to keep us on our toes! They've got it all — women breaking barriers left and right, urging them to shatter that pleasure barrier as well that's rarely spoken about. Now that's some courageous advertising right there!

But here's the kicker: they don't actually tell us what product they're selling! I had to do some intense internet surfing just to figure out it's not about cookware or food, even though the name had me thinking it was MsChef. Talk about a misleading association with TTK cookers!

Watching this ad is like going through the whole act without reaching the elusive orgasm. Is that what they're trying to say? Who knows! The suspense is killing me, MsChief! Just spill the beans—what pleasure products are you selling? 

GSS: 3.5/5

Other films from the week:

Tata Tea

GSS: 3/5

Croma

GSS: 3/5

McDonald's-North and East

GSS: 3/5 

McDonald's

GSS: 3/5

mCaffeine

GSS: 3/5

Wakefit.co

GSS: 3/5

HSBC

GSS: 3/5